A large part of what we do at dealerships involves establishing contact with the customer. However, all too often we respond to online customer inquiries with an auto response email. If you’ve ever spent any time mystery shopping your competition you’ll find that they’re doing buy generic viagra online the same thing.
Does a general auto response really engage our customers with answers to their questions? If we’re being honest with ourselves, the answer is no. We are just relying on the auto response email to ensure that the customers gets something/anything from our dealership. Here are a six quick tips to help you effectively engage your customers and add some sizzle:
1. Don’t send a template email.
Auto responses are a turn off and not relevant to the email or message a shopper will send. The majority of shoppers ask about price or availability. Read our post on Dealer Communications about what car shoppers are asking in emails.
2. Introduce yourself.
Let the client know who you are and how you can help them.
3. Answer their questions.
No, seriously, answer the questions! If the customer asks you about the condition of the vehicle, don’t answer with a coax to come into a the dealership. Speak to the questions they asked to earn their respect.
4. Ask the customer questions.
Entice the customer to communicate with you, but don’t ask what time they want to set up an appointment. This question will not engage the customer. Ask them the types of questions you would during a walk around if the customer were right there in front of you.
5. Keep the email shot.
And by short, think 200 words short. Just like us car folks, people don’t want long wordy emails they have to read through to find what they are looking for. They want it to be easy to read and concise.
6. Use a creative subject line.
This will help you stand out from other dealerships that they may be shopping around at. Test out a few and compare open rates and response rates. Use the ones that get you the best responses. Not sure how to know if they’re opening emails? Give Yesware a try, I use it on all my emails.
When composing your initial response, craft if like the customer were there with you on the lot. Tell them the story of the car. Tell them why this car is better than their other options. Include yourself in this story. Let them know why doing business with you is different than working with other dealerships.
I like to say “sell the sizzle.” You know when you’re sitting in a Mexican restaurant and someone at a table close to you has ordered the fajitas? When that sizzling plate is brought out, you find yourself suddenly craving fajitas.
Work on the email. Write it with sizzle, make it pop and give the customer the information they want. Do this and you will find yourself booking more appointments and finding that more of them are kept because the customer has engaged with your store in a way they didn’t with those other “auto responding” dealerships.
Written by Bryan Jennings